Voice of the Customer Data-Based Analysis of Adoption and Optimization of VoC Initiatives presented by esteban kolsky thinkJar
Jan 22, 2015
Voice of the Customer
Data-Based Analysis of Adoption and Optimization of VoC Initiatives
presented by esteban kolsky
thinkJar
80% of companies think they are doing a great job at delivering experiences…
…8% of their customers
agree
customers use of social channels exploded
highest source of traffic
60% want answers 40% to give feedback 80% want coupons
are you listening?
I mean, really listening?
REALLY, REALLY?
(let’s see)
8% 7%
39%
17% 5%
24%
Actively Planning
Preparing to Roll Out
Deployed; Need More; Scheduled
Deployed; Need More; Not Scheduled
Deployed; Finished
Never Deployed
insight #1
size matters when it comes to deploying voice of the customer
initiatives; bigger is better.
25%
23%
52%
0-$100M $101M-$1B Over $1B
0-$100M $101M-$1B Over $1B
insight #2
lots of people are talking out there, and lots of people are listening; find out who makes more sense before
you start doing VoC.
Read Relevant
Read Relevant
Source of Information Below
Average Average Above
Average Below Average Average
Above Average
Trade magazines, journals, books, and other printed materials 38 75 47 17 41 25
Online magazines and news sites 46 97 58 30 62 28
Bloggers, industry pundits, experts, and analysts web sites 41 71 40 27 49 28
Research houses, consulting firms, paid reports 27 58 36 19 44 20
Vendors and technology providers 31 63 43 14 35 27
Colleagues, conferences and workshops 39 94 53 25 69 33
insight #3
executive sponsorship when doing VoC does matter; a lot.
Committee, Reporting to a Department
Committee, Reporting to Management
Executive Sponsor
Different Groups Own
Pieces
36
109
117
137
Below Average (1 to 4 )
Average (5 to 7) Above Average (8 to 10)
Committee, Reporting to a Department Committee, Reporting to Management Executive Sponsor
insight #4
ROI when doing VoC doesn’t matter as much as other methods for
justification; a business case is essential.
149
110
75
91
114
85
1- Poor 2 3 4
5- Average 6 7 8
9 10- Excellent
Committee, Reporting to
a Department
Committee, Reporting to Management
Executive Sponsor
Different Groups Own
Pieces
VoC Strategy Business Case ROI Model
Definition of Project Explanation of Use
insight #5
you have to have a reason for adopting a VoC initiative; doing it
because others are doing it is not it.
77
60 55
44
39
26
4 2 2
SMM BI Analytics Surveys EFM
Call Center Email Website CRM BPM
insight #6
tools matter; the right ones.
Used Planned
Below Average (1 to 4 ) Average (5 to 7)
Above Average (8 to 10)
insight #6
you have to know why and what you are doing with VoC, how it
affects the business, beyond the justification case; on a daily basis.
Don’t Collect Feedback
Trying to Get Better
Improved Business
Used Sparingly
Critical Component
51 48
79
54
115
Don’t Collect
Feedback
Trying to Get Better
Improved Business
Used Sparingly
Critical Component
Below Average (1 to 4 ) Average (5 to 7) Above Average (8 to 10)
0
5
10
15
20
25
30
35
40
45
50
Don’t Collect Feedback Trying to Get Better
Improved Business Used Sparingly
Critical Component
Voice of the Customer
esteban kolsky
thinkjar
@ekolsky
+ekolsky
http://thinkjar.net